Subscribe
Share
Share
Embed
A podcast built for founders and aspiring founders in the fashion industry.
In this podcast we will be sharing industry insights, talking with fashion business owners and experts and debunking industry myths and problems!
Hello, and welcome back to the Fashion Founder Podcast. If this is your first time listening, I'm Charlotte, and I help founders to start and scale their fashion brands. You're listening to episode 53 today. And in today's episode, I'm gonna be talking about how to talk about your brand so that people actually listen. You know what your brand is, but can you actually explain it in a way that makes people stop scrolling and wanna stick around, wanna follow you, want to get to know more, and in turn buy from you.
Speaker 1:So today we're gonna talk all about that. And if you've been listening to my last few episodes, you will know that I am speaking to you today as part of the Selling Out series. It's part of a mini series that I'm running, and I will be releasing 12 episodes covering 12 different topics. This is topic number four, and they are designed in line with my new group program, which is called scale up. Each episode is gonna be centered around the topics that I'm covering in this program.
Speaker 1:So we wanna run a fashion brand where people actually stop scrolling and want to know more. We want you to be running ads where people feel like you are speaking directly to them and that your brand and your products are the complete undeniable choice and they cannot leave without buying something at some point at least. So many fashion brands will promote their products in a way that kind of just tells you what the product is, tells you the features and the details, but they never really tell you why as a consumer you should care. And there's one test that I do with my clients and I ask them to explain their brand in one sentence or on a post it note. And what that does is allow the founder to communicate their brand succinctly in a way that speaks directly to the person that they're selling to and solves a problem for that person.
Speaker 1:It's so easy to be like well you know I have a brand and I sell this and this is what we do and we have these kind of products and it feels a bit sloppy. It feels a bit messy. Think of this as like your elevator pitch. Right? You're going on Dragon's Den and you've got just a few seconds to get the dragons invested and involved and, you know, interested in what it is that you have to offer.
Speaker 1:We're doing the same thing, but instead of speaking to the dragons, you're speaking to your customer. So your content should speak to your ideal consumer in a way that feels like you're speaking directly to them. You want them to scroll past your content and go, oh my gosh. It feels like she's literally in my brain. Well that's exactly what I've been looking for.
Speaker 1:Know like when our phones are like listening to us because we're either having a conversation with someone or we've been searching something on Google and then all it does is flood you with that same product. I recently bought a period product it's called Oovii I think double o v I and it's one of those TENS machines that kind of puts pulses through your stomach and it helps with period pain And since purchasing I've been seeing all the various different products linked to the same thing. I've been seeing like supplements for female health and I've been seeing creators who are working on female hormones and helping people with that. We want your customer, your consumer to feel like you're literally you know listening to them, that you've been listening to what it is that they're looking for, whether it's in their brain or they're speaking out loud, and you've reached them. That's exactly what we want.
Speaker 1:Because then they'll go, oh my gosh, this is exactly what I've been looking for. This is exactly what I need. I need this product that'll help me sleep better. I need this product that fits my height or my proportions or whatever that might look like for your brand. We want them to feel like you're speaking directly to them.
Speaker 1:And how you do this is literally all about first off knowing who your customer is which we've spoken about so much on this podcast But secondly, your copy. Right? It's exactly what you say and how you say it, and that's all it boils down to. You do not need a massive marketing budget. You do not need high value content creation with expensive mics and cameras and lighting and all of this stuff, you just need to get really good at speaking to your consumer through your copy.
Speaker 1:I recently invested in a second pair of flip flops from a brand called Archie's. And if you know, you know, they are the best flip flops out there. I love Havana's, I love like the clean girl look with a pair of like wide leg trousers and a simple flip flop and a really nice manicured toe. I think that just looks so fab, so chic. And I invested in a pair of these Archie's flip flops last year and they are incredible.
Speaker 1:Their marketing sold me straight away. Their messaging was around exactly what I explained, that kind of identity, the visuals I was just alluding to, but also the pain points that I experienced with flip flops. They're uncomfortable, they blow out, you know, like when the thong bit, like the middle of the bit that goes between your toes, it comes out. And I've done it before where it's come out and I've cut my feet and it's just been this whole thing. So that was another thing that they marketed to.
Speaker 1:And then also arch support, which is another thing you do not get from the likes of a Havana. And this brand Archie's spoke to all of those pain points. It solved all of those problems for me. And I felt like I was being spoken to directly so much so that I ended up buying a second pair in a different color. And their marketing isn't anything crazy.
Speaker 1:Like I say, they're not. It's not a super high value. They probably haven't spent thousands on creating the best content. A lot of their content is actually user generated, but it just spoke directly to what it was that I was looking for. And you want your content to do the exact same thing.
Speaker 1:And your words are gonna be doing that selling even when you're not there. So the copy on your website, the copy on your social media, the content that you're running through ads, this is all speaking directly to your audience. So you need to look at what your content is actually saying right now and if it is speaking to your audience in a way that they're gonna wanna scroll and actually stop and consume and read rather than just scrolling on past and moving on with their day. We want them to actually listen to what you have to say. Okay.
Speaker 1:So that's it for today's episode. Let me know if you like these super short quick fire episodes. I know that I've really reached a lot of people through my kind of like twenty, twenty five minute long episodes because they're really digestible and you can listen to them on the way to work or on your hot girl walk or whatever it is that you're doing while you're listening. But let me know if you like these really short episodes as I say these are part of the Selling Out series but if you do enjoy these episodes then I'll be happy to create more in these really bite sized chunk kind of ways. And if anything resonated with you from today's episode and you would love to go deeper on this topic or any of the other topics that we've been speaking about, then Scale Up is for you.
Speaker 1:This is my group program as I mentioned. It's designed specifically for fashion founders who want to get visible. Right? You want people to see your brand and you want them to consistently be buying. We're going to be starting on the June 22 and there's only 15 spots.
Speaker 1:You can apply now and you can also secure your space now and enroll now. All of the information is on the website, thefashionfounder.co.uk/scaleup. Head to the show notes to get the direct link, and I will look forward to speaking to you in the next episode.